Having been in the SEO industry since 2005, Will has seen his fair share of downturns. In today's tough economic times, with inflation biting, layoffs and budget cuts hitting, and SEO under more pressure than ever to deliver results, Will brings actionable tips and ideas for doing more with less and proving the worth of your work.
Built from insights gleaned from dozens of conversations with marketing leaders, SEO specialists, and senior executives, this presentation will outline the skills you need to keep your CFO happy and protect and defend your SEO budget even under pressure.
33. Many of you may already be running SEO tests. I hope
this is useful to you either way!
1. Securing budgets for testing 2. Protecting budgets with testing
34. Move fast
and prove
your worth
Tips for
driving the
efficiencies
CFOs want
Loss
aversion is
more
important
than ever
41. Cheap change
Strong
hypothesis
Consider deploying
if moderate
confidence of any
uplift
Require high
confidence of large
enough uplift for
cost
WAIT until ruled out
Require moderate
confidence of large
enough uplift for
cost
WAIT until ruled out
Weak
hypothesis
Expensive change Link
42. Cheap change
Strong
hypothesis
Consider deploying
as long as not
trending negative
[>50% chance +ve]
Consider deploying
if moderate
confidence of any
uplift
Require high
confidence of large
enough uplift for
cost
WAIT until ruled out
Require moderate
confidence of large
enough uplift for
cost
WAIT until ruled out
Weak
hypothesis
Expensive change Link
45. Consider deploying
as long as not
trending negative
Cheap change
Strong
hypothesis
Consider deploying
as long as not
trending negative
Require moderate
confidence of large
enough uplift for
cost
Weak
hypothesis
Expensive change
46. Consider deploying
as long as not
trending negative
Cheap change
Strong
hypothesis
Just SHIP
Consider deploying
as long as not
trending negative
Require moderate
confidence of large
enough uplift for
cost
Weak
hypothesis
Expensive change
55. Consider deploying
as long as not
trending negative
Cheap change
Strong
hypothesis
Just SHIP
Consider deploying
as long as not
trending negative
Require moderate
confidence of large
enough uplift for
cost
Weak
hypothesis
Expensive change
56. Big drops are immediately career-limiting
Small drops are compounding problems
57. Move fast
and prove
your worth
Tips for
driving the
efficiencies
CFOs want
Loss
aversion is
more
important
than ever